Sports Sales & Service Training Forum



Wednesday, February 3, 2021

10:00 a.m. - 10:50 a.m. ALSD Welcome
Training Session: Shifting Sales in Difficult Times

What skill do an NFL quarterback, an air traffic controller, and a Navy SEAL team member have in common? And why is that skill critical for a successful sales team? With a nation struggling to go back to “business as usual” in a no-contact era, the ability to pivot has never been more important. 

Presented by: Allison Schuller, Vice President, Training & Strategy, Tyson Group

11:00 a.m. - 11:40 a.m. Training Session: LISTEN | RESPOND | GO BEYOND: The Playbook on Winning at Service
Loyal fans are created by making them feel cared for and by understanding their needs. The LISTEN | RESPOND | GO BEYOND program we give you actionable tools and resources to help you STEP UP your service game during and after a pandemic.
Presented by: Debbie Knowlan, Founder and Consultant, 516 Business Solutions
11:50 a.m. - 12:30 p.m. Training Session: Improving Sales through Question-Based Selling
The average salesperson shows up to a presentation and starts presenting without having identified and developed a need. As the old saying goes, they “show up and throw up.” This costs salespeople and companies thousands of dollars every single day, as it is one of the most common mistakes made in selling. In this training, you will learn the five key parts of an effective introduction and why you should never move into the presentation of the product without having all of them checked off.
Presented by: Gary Michels, Co-Founder, Senior Consultant, Southwestern Consulting
12:40 p.m. - 1:20 p.m. Team and Venue Panel: Membership Clubs and 365 Premium Activations
Now more than ever, teams and venues are enhancing year-round benefits for premium clients. If it's not already, it will soon become an expectation. In this age of access to exclusive benefits, what stands out to clients and creates brand loyalty? What does it take to create and executive a membership club, if you take the idea that far?
Moderator: Amanda Verhoff, President, ALSD
Jeff Gould, Director, Premium, Membership, and Suite Sales, San Diego Padres
Charlene Nyantekyi, General Manager - Club Wembley, The Football Association
Courtney Foley, Boston Garden Society, Senior Manager, Experience, TD Garden 
Brian George, Senior Director of Texans Luxe, Houston Texans  
1:30 p.m. - 2:10 p.m. Training Session: How to Solve the Top 5 Reasons for Objections
Historically, objections arise because of a perceived flaw or misunderstanding buyers have with your product or service. Now, public health concerns have created an even greater distance between the rungs of the ladder that lead to partnerships. We will identify the Top 5 Reasons for Objections, and the ways to reduce their likelihood before they sabotage your next potential relationship.
Presented by: Rob Cornilles, Founder & CEO, Game Face, Inc.
2:20 p.m. - 3:00 p.m. Training Session: How #COVID19 Has Impacted Sales Rep Time Management
COVID19 has thrown a huge monkey wrench into a sports business sales reps daily rhythm.  While teams have stepped up their group activities and training with reps, it's been increasingly on the reps alone to figure out who to call and how to spend their day.  This session will focus on how any sports business sales rep should focus their daily activity, manage and grow their pipelines, and qualify their leads to make sure they are maximizing this difficult time in sports sales.
Presented by: Brett Zalaski, Founder, Empowerment of a Salesperson, Managing Director, Talent Development, ISBI Virtual Sales Network
3:10 p.m. - 3:50 p.m. Training Session: A Wolf In Sheep's Clothing
Elite Premium Service Managers are also undercover salespeople. In this session, we will review the evolution of Premium Service and why producing revenue in this role is now more essential than ever due to the global pandemic. Learn strategies to help keep your client relationships warm and new sales acumen hot.
Presented by: Andrea St. Urbain, Sports Business Consultant, Premium Sports Business Consulting
4:00 p.m. - 4:40 p.m. Training Session: The Emerging Decision Makers: Are We Emerging With Them?
In most recent studies, the age of decision makers has changed. As we find our ability to reach them become more challenging, we need to change our strategy as to what they want and how they want it. "Wine" down the day with an engaging conversation about the six areas of business buying change. Feel free to ask questions while enjoying your favorite beverage.
Presented by: Kathy Burrows, Chief Innovation and Energy Officer, Sold Out Seating
Scott Spencer, President, Suite Experience Group

Thursday, February 4, 2021

10:00 a.m. - 10:50 a.m.

ALSD Welcome
Training Session: Renewing Trust in the COVID Landscape: Empowering Your Staff and Guests to Return with Confidence

One of the elemental challenges in the live entertainment industry is to regain the public's trust to rejoin us after this extended hiatus. We need to win back the confidence of our staff and guests with methods that are both educational and value-sensitive to their specific concerns and help achieve our goal of welcoming them back into our buildings in a safe and fun way. Advantage Training and Premium Solutions People are here to share strategies to help prepare our staff and guests so they can feel safe when they return to our venues.

Presented by:
Richard Andersen, Chief Illuminations Officer, Venue Solutions Group
Debbie Massa, Vice President of Premium Services, Premium Solutions People, a Division of Venue Solutions Group
Anne Campbell, Vice President of Premium Service Development, Premium Solutions People, a Division of Venue Solutions Group
Russ Simons, Chief Listening Officer, Managing Partner, Venue Solutions Group

11:00 a.m. - 11:40 a.m. Training Session: "The 7 Voices in Your Head" for Sports Leadership
Both new and existing leaders have suffered the epidemic of "Imposter Syndrome" throughout the past year — the feeling that as leaders, they're not as smart as others think they are.  They live in fear that they will be uncovered as a fraud, crippling their productivity and damaging their engagement levels with their staffs, leading to departmental dysfunction, high turnover, and low staff morale.  In this unique "7 Voices" program, Bill Guertin reveals all 7 of these internal Voices that are holding managers back from achieving their true potential, how to listen for them internally, and how to turn the dysfunction around to become a more productive, engaged, and efficient leader. Your "Voices" are YOUR Choices!
Presented by: Bill Guertin, Chief Learning Officer, ISBI 360
11:50 a.m. - 12:30 p.m. Team and Venue Panel: Premium Service Sells
It’s a simple idea: provide your premium clients service so good, the product sells itself. Let’s explore how many teams are (or could be) streamlining sales and service efforts, and even departments. Teams will showcase how best-in-class service is the key to both new sales and renewals.
Moderator: Jared Frank, Publisher, ALSD
Craig Sindici, Vice President, Premium Sales & Service, Los Angeles Dodgers
Sara Daniel, Vice President of Sales, Carolina Hurricanes
Abbey Mathis, Senior Director of Premium Hospitality Development, Cleveland Cavaliers
12:40 p.m. - 1:20 p.m. Training Session: Communication with Emotional Quotient (EQ)
There are leaders who are born communicators. They can easily get their message across to people with seamless effort and effectiveness. Then there are those of us who are not so much. But like other skills, communication can be learned. No matter how “good” a communicator we think we are, we can learn to be better. Good communicators are capable of recognizing EQ to Know themselves, Know Others, Control Themselves and Do Something for Others. In this interactive, experiential presentation you will discover what your own preferred behaviour/communication style is (Know Yourself), recognize cues that will help you to recognize others’ preferred behaviour/communication styles (Know Others), take away tools that will help you communicate more effectively with others, both in the workplace and in your personal life (Control Yourself), and improve your overall inter-personal skills and learn to become more versatile (Do Something for Others).
Presented by: John K. Whitehead, Executive Coach - Leadership & Personal Development, John K Whitehead & Associates
1:30 p.m. - 2:10 p.m. Training Session: Reopening Etiquette: The Power of the Right Words at the Right Time
As we invite a larger number of guests back into our venues for live events, we need to proactively communicate changes to serve our premium guests under new guidelines. Once implemented, enforcing the latest health and safety protocol in a tactful manner requires new skills. Well-scripted phrases can positively address situations that fall below our premium guests’ expectations and turn upset guests into loyal fans.
Presented by: Ruby Newell-Legner, CSP, Fan Experience Strategist, 7 Star Service
2:20 p.m. - 3:00 p.m. Training Session: The Premium Sales Mindset and Prospecting for 2021
During this session, participants will be opened up to the sales mindset and challenges that present to us during 2021 as the premium business community rebounds from COVID-19. We will tackle general mindset for calling new potential buyers, where to find these potential buyers, and how to internally build yourself to make the biggest impact when you reach out to the potential buyer.
Presented by: Josh Belkoff, Vice President, Business Development, SBS Consulting
3:10 p.m. - 3:50 p.m. Training Session: SETBACKS, DRAWBACKS, & COMEBACKS: Three Essentials to Build Winning Teams in Changing Times
This is certainly an unprecedented time in the world of sports. For some, this unexpected reality has been a time filled with uncertainty, uneasiness, shifting norms, mixed emotions, and reduced productivity. However, this has become a time of growth, innovation, creativity, and new possibilities for others. Why do some thrive, and others merely survive in times like this? What are leading organizations doing today to motivate and equip their staff to perform at high levels and continually drive customer loyalty. This interactive, informative, and insightful session will answer these questions and more. In this session, explore best practices being used by today’s top organizations in multiple industries to turn setbacks and drawbacks into comebacks, unpack an historical look at the mindset and skillset that created some of today’s most successful individuals and organizations, learn the difference between average and amazing individuals during tough times, and gain insight into the newest techniques in staff development for the “new normal” and beyond.
Presented by: Chris Bryant, Chief Experience Officer, BGX | Bryant Group Experience, LLC
4:00 p.m. - 4:40 p.m. Q&A Session: Putting Theory into Practice
In this interactive question and answer session, let's address current sales, service, and leadership topics. With attendee input, we will explore how techniques can and should be adapted in real-world scenarios. Final stones of the forum will be overturned, learnings put into practice. Questions should be submitted ahead of time to ALSD, while live questions may also be addressed. 
Q&A with: Shaun Graham, B2B Sales Coach & Trainer, Synergy Sales Solutions
Speakers and times subject to change.